Police said four men arrived in two cars, ramming one into the Oxford Street store just after 4am on Tuesday.
Social media pictures later showed a black Mini being removed from the scene.
A security guard who tried to stop the gang was threatened with a knife and another was driven at as the suspects forced their way in.
They made off with designer handbags and fled in a white VW Golf.
DC Tom Aylward said the raid “was targeted and lasted a matter of minutes”.
No-one was injured in the attack and the store is continuing to trade as normal.
“My team are busy collecting witness accounts and recovering vital CCTV footage of the burglary at the store and of the suspects leaving the scene,” said DC Aylward.
:: Police are appealing for witnesses or for anyone who has images or video of the raid to contact them on 101 re CAD 761/13; or Crimestoppers anonymously on 0800 555 111.
You can also tweet information to @MetCC.
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